Table of Contents

I. Introduction………………………………………………………………………… 1
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A. Executive Summary…………………………………………………..… 2
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II. Environmental Analysis…………………………………………………………… 7
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A. Macroenvironment Analysis
1. Political Environment……………………………………………… 7
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2. Economic Environment………………………………………… 8
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3. Socio-Cultural Environment……………………………………… 11
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4. Technological Environment…………………………………… 13
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B. Microenvironment Analysis
1. Garments Industry………………………………………………… 14
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2. Other Issues………………………………………………………… 16
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3. Relevant Industry Indicators…………………………………… 17
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4. Political Developments in the Garments and Textile 18
Industry..
5. Clothing and Footwear Retailing in the Philippines………… 19
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6. Retail Distribution………………………………………………… 21
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C. Porter’s Five Forces
1. Buyers………………………………………………………………… 23
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2. Suppliers…………………………………………………………… 24
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3. New Entrants……………………………………………………… 24
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4. Substitute Products……………………………………………… 26
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5. Industry Competitors……………………………………………… 26
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6. Competitor Analysis……………………………………………… 27
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7. Current Price Profile of Key Competitors……………………… 30
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III. Target Market……………………………………………………………………… 31
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A. Market Demand and Demand Forecast…………………………… 33
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B. Supply Analysis…………………………………………………………… 34
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C. Demand-Supply Analysis……………………………………………… 36
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D. Market Share……………………………………………………………… 37
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IV. Market Segmentation, Targeting and Positioning
A. Market Segmentation…………………………………………………… 39
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1. Geographic Segmentation…………………………………… 39
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2. Demographic Segmentation…………………………………… 40
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3. Psychographic Segmentation………………………………… 41
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4. Behavioral Segmentation……………………………………… 42
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B. Market Targeting………………………………………………………… 45
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C. Market Positioning………………………………………………………… 47
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V. Marketing Mix
A. Product………………………………………………………………………… 48
1. Features…………………………………………………………… 48
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B. Price………………………………………………………………………… 51
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C. Place…………………………………………………………………………… 52
D. Promotions
1. Short-term Promotional Activities and Goals……………… 53
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2. Long-term Promotional Activities and Goals………………… 56
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Figures

Figure 1 | Philippine Top Exports (2001-2003)……...............................… 17

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Figure 2 | Competitor Map……...............................…………………………… 27
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Figure 3 | Topper Haute Couture……...............................…………………… 29
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Figure 4 | Factors that Buyers Look in Purchasing Pants… 43
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Figure 5 | Particular Designs Liken by Potential Buyers… 43
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Figure 6 | Frequency of Pants Usage……...............................……………… 44
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Tables

Table 1| Consumer Expenditure on Clothing and Footwear (1999- 19

2003)……
Table 2| Retail Sales by Type of Outlet and Growth Rate…………………… 21
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Table 3| Retail Distribution of Clothing and Footwear Retailers …………… 22
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Table 4| Leading Clothing and Footwear Retailers Market Shares………… 22
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Table 5| Competitor Strengths and Weaknesses Analysis…………………… 30
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Table 6| Population and Growth Rate of Targeted Schools………………… 31
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Table 7| Population of Targeted Localities……………………………………… 32
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Table 8| Projected Population for the next ten years………………………… 32
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Table 9| Market Demand and Demand Forecast……………………………….. 34
Table 10| Adjustments of Production Capacity for the Base Year………… 35
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Table 11| Market Supply for the 10-year Projection…………………………… 36
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Table 12| Demand-Supply Analysis……………………………………………… 37
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